For many decades, the traditional, medium-sized brand was considered the top dog in the TV furniture market. However, during a complicated succession process, the company lost sight of the market – sales were stagnant, competitors expanded their position in the retail sector, and market share plummeted. The company’s bank engaged a leading restructuring consultancy to analyze whether and how the company could have a future. The key question was: Is there still room for the family business in the competition, or is the competition so far ahead that it is too far to catch up?
In a joint consulting process with the restructuring consultant, affordable and potentially attractive product and customer segments are identified based on the existing customer base and interviews with employees and customers. For these identified market segments, the market position and strategy of competitors are evaluated using Hase & Igel ‘s Neutrum AI Targeter . This includes a precise analysis of the brand’s presence in retail and media, demand for the brands and products through web searches (search engines), social media, and competitor websites. Furthermore, customer satisfaction is analyzed based on reviews and forums, the sales channel mix, and marketing budgets. This allows the competitive position and the intensity of competition to be assessed in each segment. For areas where there are real opportunities against the competition, demand and its development are determined using the Neutrum Market Check . On this basis, the potential of the various product and market segments can be calculated – and the company’s future prospects can be forecast with a high degree of probability.
The analysis using Hase & Igel ‘s applications leads to a radical focus on high-potential products within the portfolio and a partial reorientation of customer target groups. Based on market and competitive data, plausible comeback opportunities in the market can be assessed. In joint negotiations with the company’s bank, a buyer for the company is found at favorable terms, thus securing the future of the furniture manufacturer.
German